Facebook Ad Conversion Goals

In a previous post, I talked about awareness goals to set for your Facebook Ads. In this post, I am going to discuss conversion goals to set. The conversion goals are the goals you set for campaigns to drive sales and get new leads. Conversion campaigns use a lot of remarketing audiences. People who visited your website before, or have done an action on your website such as sign up for an email or visited a certain page.

Conversion Set Up

When setting a new campaign to set up a conversion you would select “conversions” as your goal. This would tell the Facebook Campaign to optimize towards the conversion event you select. Note, that conversions can ONLY be selected when you have the Facebook Pixel set up. When you go to your ad set you can select your specific “conversion event location” you want to optimize for. You will see a green light next to that conversion if it has gotten a conversion in the past. If you see a red light next to the conversion event that means someone has not completed that event yet. It does not mean you cannot select it, but note it will take the Facebook algorithm a bit longer to find people in your audience to complete that goal if it has not been completed in the past.

Custom Conversions

Note that once you create the Facebook Pixel, under the pixel view, you will start to see several conversion goals start to populate. The pixel is crawling through your website’s URLs and starting to group and organize them into different categories. Examples include, “view product”, “add to cart”, “purchase”, etc. however, not every URL can be categorized automatically.

For instance, say you want to optimize towards email signups. If you want to optimize towards email signups you can go to “Pixel” under the “Measure & Report” header and select “Custom Conversions” on the left column. You can then take that specific URL or URLs from your website that indicates that conversion. Create a custom conversion and label it accordingly. Once you create that custom conversion you can go back to your conversion campaign and under “conversion event location” select the new custom conversion you created.

Remarketing Audiences

For conversion campaigns, it is important to make your audience more targeted. You wouldn’t want people who never saw your product before or heard of your brand to see an ad optimized for purchases. The reason being is it takes several touchpoints before someone is ready to purchase. Therefore, when creating a conversion campaign it is important to select your custom audiences strategically.

Adding in those who visited your website in the past 30 or 45 days is a great place to start. Remember when setting a custom conversion the campaign will only be successful if the Facebook algorithm can find people in your selected audience to complete the goal. If the algorithm cannot, then you will spend a lot of money with no conversions. I will go into detail on a later date of the different types of audiences, but the key takeaway here is a custom conversion is only useful if the algorithm can find people in your selected audience who will complete the goal.

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